Session 3: Marketing Planning and Implementation
‣ Preparations for the Mentor:
1. Read this session and draft a plan so you know how to lead it.
2. Do collect examples of effective logos, advertisements, facebook page, twitter feeds etc to share with the participants in this session.
3. There is a lot of content and action to get through in this session so you may need more than the recommended time allocation. Alternatively, you may want to split this session into two sessions, held closely together for example within the same week.
4. Ensure that participants understand that they need to begin actioning their marketing soon after this session.
‣ Beginning the Session
Explain to the participants that the purpose of this session is threefold: 1. Firstly, to stress the importance of marketing analysis, marketing planning and marketing implementation 2. Secondly, to identify the name, logo, vision, mission and values of the social start up. 3. Finally, to help the participants put together a marketing plan that they can action between now and the next session.
Ask participants to share and discuss their write ups of their role and allocated responsibilities, and ensure that everyone is in agreement about each other ‟ s roles and responsibilities.
‣ Marketing Analysis Tools
Explain the PESTLE and SWOT tools to the participants and ask them to complete these tools now.
PESTLE: The PESTLE analysis allows you to identify the political, economic, social, technological, legal and environmental factors that may affect your EPG and social start up now and in the future. It shows your understanding of the environment in which your social start up will operate, and how you plan to address these factors. By remaining aware of the trends and changes in the environment, your social start up can gain a competitive advantage.
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